Observed Signal · Nov 3, 2026 · Market Signal · Source: TripleLift · Impact: 2/5
TripleLift + Luzern + OptiBac Probiotics: Award-Winning Full-Funnel Growth
New case study published November 3, 2026, highlighting an award-winning full-funnel growth campaign with Luzern and OptiBac Probiotics.
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TripleLift and Luzern Drive Growth for Optibac
TripleLift, the Creative SSP powered by TL Spark, and Luzern eCommerce announced results of a full-funnel campaign for UK probiotics brand Optibac. Running from Q4 2025 to Q1 2026, the campaign aimed to address a 31.3% year-over-year drop in awareness and a gap of 6.6 million unreached category shoppers. By extending Amazon Prime Video audiences to premium open internet inventory via TripleLift, the strategy contributed to a 17% increase in purchasers and a 119% lift in brand searches. Market share peaked at 20.7% in December 2025, a record high. The campaign won the 2026 Amazon Ads Partner Award for Full-Funnel Advertising (EMEA). Luzern used Amazon Marketing Cloud for orchestration, while TL Spark's agentic intelligence optimized formats, audiences, and supply paths in real time. The results demonstrate the effectiveness of integrating retail media with open internet demand generation.
CTV Boosts Alpro's Brand Awareness and Purchase Intent
Alpro engaged in a Teads-powered, integrated multi-channel campaign to strengthen plant-based product perception. The initiative combined large-format Connected TV advertising with interactive digital placements, guided by AI-powered optimization of creatives. Lumen Research monitored attention in real time, and a Cint Brand Lift study confirmed effects across the funnel. Compared with standard display benchmarks (average view rate 34% and 2.5 seconds attention), Alpro’s CTV Home Screen and InRead placements achieved 71% view rate and 2.7 seconds attention. The findings indicated increases in brand awareness and consideration, with purchase intent rising by 10% due to CTV and overall campaign uplift of 12%. Additionally, 8% more people in the target audience considered the brand for their next purchase. Danone’s Katharina Esposito emphasized CTV’s broader funnel impact, while Teads’ Bastian Sarott characterized CTV as a catalyst for attention, branding and performance.
Top Social Media Campaigns Shine at Deutscher Mediapreis 2026
A W&V report highlights campaigns shortlisted in the "Media Idee Social Media" category for the Deutscher Mediapreis 2026. Featured cases include Lidl with Mediaplus Germany (and Serviceplan Group) turning a misheard lyric into a global meme via a fast, 360° activation—partnering in real time with Warner and using DOOH, mobile LED trucks and pop-up teams—and Volkswagen Nutzfahrzeuge with PHD Germany launching an AI‑driven Twitch activation that listens to livestreams and plays a Jason Statham audio cue when streamers mention their "car/auto." Brand‑lift studies are cited: Lidl’s campaign allegedly improved relevance and modernity with Gen Z, and the Volkswagen activation reportedly increased brand perception, purchase intent, recall and gaming-fit among target audiences. The article also mentions strong booking results reported for an unnamed campaign ("more than 48.00 trips were booked").
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